Summary of Website Journeys
Top line Journey Results
All Journeys
All major journeys across the National Trust website areas.
Landing Pages
First pages of a user journey.
Device
Journeys from specfic devices or operating systems.
Commercial
Any journey that contains a commercial journey.
Top Level
Journeys from the home page onward to other significant areas of the website.
Property Pages
Journeys to a NT property page.
Discovery
Journeys categorised as a research or discovery journey.
Journeys in Detail
Highest & Lowest Performing Journeys
Baseline Summary
Below is a summary of the website journeys looking at data from 2021-11-19 to 2022-05-16. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.
| Journey Name | Baseline Visits | New Site Visits Avg. | % Visits Diff. |
|---|---|---|---|
| Shop Entry | 4996 | 1588 | -68.2 |
| Commercial: Donate Checkout Steps 1-2 | 408 | 152 | -62.7 |
| Commercial: Shop Checkout Steps 1-4 | 542 | 205 | -62.2 |
| ALL Shop | 7200 | 3380 | -53.1 |
| Home to Shop | 1589 | 908 | -42.9 |
| Commercial: Holidays Checkout Steps 1-4 | 286 | 182 | -36.4 |
| ALL Email | 8112 | 5190 | -36.0 |
| Holidays Entry | 3085 | 2178 | -29.4 |
| ALL Paid Social | 2363 | 1875 | -20.7 |
| Members Area Entry | 1214 | 1104 | -9.1 |
| Number of Journeys Higher or Lower than Baseline | No. |
|---|---|
| Lower | 12 |
| Higher | 32 |
Journey Heatmap
Insights:
Anomaly Analysis By Journey
Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.
Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).
Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.
| Journey Name | Positive | Negative | Net | Positive | Negative | Net |
|---|---|---|---|---|---|---|
| Home to Our Cause | 3 | 13 | -10 | 0 | 43 | -43 |
| Home to Support | 5 | 23 | -18 | 0 | 32 | -32 |
| Home to Art | 1 | 15 | -14 | 1 | 32 | -31 |
| Home to Holidays | 2 | 14 | -12 | 1 | 25 | -24 |
| Commercial: Holidays Checkout Steps 1-4 | 4 | 21 | -17 | 2 | 23 | -21 |
| Home to Search Results | 8 | 13 | -5 | 1 | 22 | -21 |
| Home to Days Out | 3 | 12 | -9 | 2 | 19 | -17 |
| Home to Join | 4 | 11 | -7 | 2 | 18 | -16 |
| Commercial: Membership Checkout Steps 1-4 | 3 | 17 | -14 | 3 | 17 | -14 |
| Days Out to Property Page | 5 | 8 | -3 | 2 | 16 | -14 |
| Join Us Entry | 5 | 18 | -13 | 6 | 20 | -14 |
| Days Out to Places Map | 3 | 12 | -9 | 3 | 16 | -13 |
| Days Out Entry | 5 | 13 | -8 | 5 | 17 | -12 |
| Home to Shop | 7 | 11 | -4 | 0 | 12 | -12 |
| Days Out to Places Search | 5 | 5 | 0 | 6 | 17 | -11 |
| Homepage Entry | 6 | 8 | -2 | 4 | 13 | -9 |
| Shop Entry | 1 | 2 | -1 | 3 | 9 | -6 |
| ALL Desktop | 7 | 5 | 2 | 4 | 8 | -4 |
| Commercial: Donate Checkout Steps 1-2 | 3 | 6 | -3 | 2 | 4 | -2 |
| Home to Donate Form | 1 | 16 | -15 | 2 | 4 | -2 |
| Members Area Entry | 13 | 2 | 11 | 5 | 7 | -2 |
| ALL Direct Traffic | 11 | 6 | 5 | 13 | 13 | 0 |
| ALL Tablet | 8 | 6 | 2 | 5 | 5 | 0 |
| Commercial: Shop Checkout Steps 1-4 | 2 | 5 | -3 | 0 | 0 | 0 |
| Holidays Entry | 6 | 6 | 0 | 0 | 0 | 0 |
| ALL Natural Search | 7 | 7 | 0 | 8 | 7 | 1 |
| ALL PPC | 2 | 1 | 1 | 7 | 6 | 1 |
| ALL Android | 7 | 6 | 1 | 12 | 10 | 2 |
| ALL Paid Social | 4 | 2 | 2 | 4 | 2 | 2 |
| ALL Repeat Visitors | 6 | 5 | 1 | 8 | 6 | 2 |
| ALL New Visitors | 5 | 6 | -1 | 9 | 6 | 3 |
| ALL SEO | 7 | 6 | 1 | 10 | 7 | 3 |
| ALL Shop | 1 | 4 | -3 | 3 | 0 | 3 |
| ALL Visits | 7 | 6 | 1 | 9 | 6 | 3 |
| Property Page Seen | 6 | 4 | 2 | 8 | 5 | 3 |
| Membership: Join Us | 12 | 7 | 5 | 10 | 6 | 4 |
| ALL Affiliates | 3 | 2 | 1 | 14 | 9 | 5 |
| ALL Holidays | 4 | 0 | 4 | 7 | 2 | 5 |
| ALL Mobile | 5 | 5 | 0 | 15 | 10 | 5 |
| ALL Main Site | 9 | 6 | 3 | 10 | 4 | 6 |
| ALL Apple iOS | 6 | 3 | 3 | 13 | 6 | 7 |
| ALL Social | 7 | 5 | 2 | 8 | 1 | 7 |
| Commercial: Renew Checkout Steps 1-3 | 4 | 4 | 0 | 7 | 0 | 7 |
| ALL Email | 17 | 4 | 13 | 13 | 0 | 13 |
Commercial Analysis
Membership
Insights:
Summary
Funnels
Previous Week performance
Membership funnel completions through the journey. This data is based on the VISITOR.
Start: 2022-05-01 to 2022-05-07.
Last 7 days funnel performance Hover over for fallout details at each stage.
Start: 2022-05-08 to 2022-05-14.
Previous Week performance This funnel includes the page directly before the start of the Membership funnel: Join Us Page.
Start: 2022-05-01 to 2022-05-07.
Last 7 days funnel performance This funnel includes the page directly before the start of the Membership funnel: Join Us Page.
Start: 2022-05-08 to 2022-05-14.
Sales & Revenue
Metrics
mpg_list <- split(mtcars$mpg, mtcars$cyl)
disp_list <- split(mtcars$disp, mtcars$cyl)
inline_plot <- data.frame(cyl = c(4, 6, 8), mpg_box = "", mpg_hist = "",
mpg_line1 = "", mpg_line2 = "",
mpg_points1 = "", mpg_points2 = "", mpg_poly = "")
inline_plot %>%
kbl(booktabs = TRUE) %>%
kable_paper(full_width = FALSE) %>%
column_spec(2, image = spec_boxplot(mpg_list)) %>%
column_spec(3, image = spec_hist(mpg_list)) %>%
column_spec(4, image = spec_plot(mpg_list, same_lim = TRUE)) %>%
column_spec(5, image = spec_plot(mpg_list, same_lim = FALSE)) %>%
column_spec(6, image = spec_plot(mpg_list, type = "p")) %>%
column_spec(7, image = spec_plot(mpg_list, disp_list, type = "p")) %>%
column_spec(8, image = spec_plot(mpg_list, polymin = 5))| cyl | mpg_box | mpg_hist | mpg_line1 | mpg_line2 | mpg_points1 | mpg_points2 | mpg_poly |
|---|---|---|---|---|---|---|---|
| 4 | |||||||
| 6 | |||||||
| 8 |
# https://cranky-chandrasekhar-cfefcd.netlify.app/
# https://haozhu233.github.io/kableExtra/awesome_table_in_html.html#Row_specFlows
Membership conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 135.
Renewals
Insights:
Summary
Funnels
Sales & Revenue
Metrics
Flows
Renewals conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 125.
Holidays
Insights:
Summary
Funnels
Sales & Revenue
Metrics
Flows
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 89.
Shop
Insights:
[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.
Summary
head(mtcars)## mpg cyl disp hp drat wt qsec vs am gear carb
## Mazda RX4 21.0 6 160 110 3.90 2.620 16.46 0 1 4 4
## Mazda RX4 Wag 21.0 6 160 110 3.90 2.875 17.02 0 1 4 4
## Datsun 710 22.8 4 108 93 3.85 2.320 18.61 1 1 4 1
## Hornet 4 Drive 21.4 6 258 110 3.08 3.215 19.44 1 0 3 1
## Hornet Sportabout 18.7 8 360 175 3.15 3.440 17.02 0 0 3 2
## Valiant 18.1 6 225 105 2.76 3.460 20.22 1 0 3 1Funnels
Shop funnel completions through the journey. This data is
Start: 2022-05-01 to 2022-05-07.
Last 7 days funnel performance Hover over for fallout details at each stage.
Start: 2022-05-08 to 2022-05-14.
Sales & Revenue
Here is the individual trends for each metric in the shop funnel.
Revenue:
Shop Orders:
Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)
Metrics
Here is the individual trends for shop sales. Add Revenue events too.
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirmation |
|---|---|---|---|---|---|
| 2022-05-01 to 2022-05-07 | Commercial: Shop Checkout Steps 1-4 | 611 | 452 | 449 | 412 |
| 2022-05-08 to 2022-05-14 | Commercial: Shop Checkout Steps 1-4 | 733 | 544 | 540 | 490 |
Flows
Shop conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 32.
Donate
Insights:
Summary
Funnels
Sales & Revenue
Metrics
Flows
Donate conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 37.
Internal Searches
Top 50 Internal Search Terms
Timeframe: 2022-05-03 to 2022-05-17.
| Search Term | Total Searches |
|---|---|
| notfound | 1396 |
| cornwall | 653 |
| cancel membership | 461 |
| dogs | 445 |
| jobs | 364 |
| sutton hoo | 318 |
| hidcote | 311 |
| knole | 308 |
| stourhead | 291 |
| car sticker | 290 |
| map | 286 |
| devon | 283 |
| greenway | 282 |
| chartwell | 274 |
| kent | 261 |
| norfolk | 258 |
| cliveden | 249 |
| cragside | 247 |
| parking | 244 |
| bodnant | 239 |
| sissinghurst | 233 |
| mottisfont | 233 |
| dorset | 232 |
| jubilee | 231 |
| the vyne | 227 |
| membership | 223 |
| lake district | 218 |
| lost card | 217 |
| belton house | 206 |
| somerset | 201 |
| london | 200 |
| guest pass | 200 |
| yorkshire | 192 |
| stowe | 185 |
| wales | 180 |
| guest pass promotion | 174 |
| scotland | 170 |
| dunham massey | 167 |
| sudbury | 165 |
| northumberland | 157 |
| need help | 157 |
| croome | 157 |
| cancel | 157 |
| senior membership | 155 |
| birmingham | 151 |
| bath | 147 |
| york | 143 |
| derbyshire | 142 |
| nymans | 141 |
| waddesdon | 137 |
Anomaly Plots By Journey
Baseline Dates: 2021-11-19 to 2022-02-16. Launch Dated (Red Line): 2022-02-17 to 2022-05-17.
## [1] "This process took 2.11715908447901 minutes to run. "